Question 1

Is digital advertising still growing despite the current economic downturn?

Accepted Answer

The Australian digital advertising market remains resilient, growing 8.6% to reach $14.9bn in FY24. This performance significantly outpaces the broader sluggish economy, driven primarily by search and display segments which grew 10.1% and 9.2% respectively.

Question 2

Which specific formats are attracting the most investment right now?

Accepted Answer

Video is the critical growth engine, surging 18.6% to $4.1bn in FY24. In contrast, non-video display advertising has entered a period of decline, falling 1.1% as advertisers shift budgets toward higher-engagement formats.

Question 3

How is the shift to streaming affecting where video ads are placed?

Accepted Answer

Connected TV has emerged as the primary battleground for video inventory, now capturing 55% of total spend. This is a substantial increase from the 47% share recorded in the previous period, reflecting a structural shift in audience consumption.

Question 4

What is the current status of the regulatory tension with global platforms?

Accepted Answer

The ACCC is closely monitoring the $14.9bn market due to the entrenched power of Google and Meta. Meta’s refusal to renew news compensation agreements poses a direct threat to the News Media Bargaining Code and likely invites further government intervention.

Digital advertising growth highlights platform dominance

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